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Photographers split on `stock' tourism pics

Photographers last night gave a mixed response to the revelations that pictures of overseas destinations - taken by a foreign camerawoman - were used to promote the Island by the Department of Tourism.

While some claimed it was fraudulent and dishonest, others said the whole issue had been blown out of proportion, and said if there was indeed an issue, it was that a foreign photographer had been brought in to do what any other Bermudian photographer could have done.

The Royal Gazette revealed last week how the Ministry of Tourism had used three pictures that were not shot in Bermuda as part of its new advertising campaign.

Local photographer Graeme Outerbridge, who is also vice-chairman of the National Liberal Party, said he believed the pictures had been taken in Hawaii, Florida and possibly the Seychelles.

One of the pictures is of a model on an Hawaiian beach, which has been altered into black and white and then cropped and surrounded by a photograph of Elbow Beach.

Another shows a woman swimming with a dolphin, and the third is alleged to show a school of barracuda, which are not seen in large numbers around the Island.

Tourism assistant director Michael DeCouto said stock pictures were often used in advertising campaigns, and said four Bermudian photographers had been used as part of the project. But some photographers did not agree.

Photographer Bruno Zupp, asked to comment on the ensuing row, said: "It's not a storm in a teacup. This is exactly what photographers have been ranting and raving about for years.

"Tourism is ignoring local talent. That's the bottom line, and there's lots of it here. I just don't understand why they have to go overseas to find photographers.

"We on the Island know when to shoot and where to shoot. Invariably, these people from overseas come here at the wrong time of year.

"And, as for the photographs being taken overseas, I think it's dishonest advertising. It's about honesty and integrity."

And former Director of Tourism Andrew Vladimir said he agreed that it was "wrong, unethical and stupid".

He said: "Bermuda's beaches are much prettier than Hawaii's. I can't imagine anyone even thinking in their wildest imagination that this would be a good idea."

James Cooper, who was one of the local photographers used in the campaign, said he disagreed.

To him, the whole issue had been blown out of proportion. He said Anne Menke, whose picture of the model on the Hawaiian beach was used in the campaign, had been hired by the American advertising agency to do some shots and actually came to the Island for three days last October.

He said she recreated very similar pictures on the Island and then took her film back for the agency to look at. Why the local shots were not used, he was not sure, but he said it could have had to do with a number of issues, such as the sky at the time, or the roughness of the sea, but he did not know.

Mr. Cooper said he understood there were tight deadlines to be met, and said the agency in New York had hired Ms Menke for the job because it had probably worked with her before.

Mr. Cooper said perhaps the issue is that if the Ministry of Tourism should use all Bermudian photographers, then maybe the whole campaign should be put together on the Island, from the advertising agency right down to the models.

However, when it came to some of the stock photographs being used, Mr. Cooper said he did not believe it was a big deal.

And referring to the main picture, of the woman on the beach, he said: "It's a picture of a person - it's not a scenic picture.

"It's a very tenuous line to walk down - to ask for complete truth in advertising. But I don't think it was malicious on anyone's part."

However, photographer Ann Spurling had another take, saying while she agreed that she did not think the location of these three particular photographs was important, she believed the Ministry had been very naive to use them. And she said to her, the issue was the fact that a foreign photographer had been used.

"I don't think there is a problem using these pictures because from an advertising point of view I know what we do all the time, " she said.

"But my own irritation is that it was simply stupid because look at what's happened. It's been picked up internationally and it's embarrassing for Bermuda. Of course, people were going to find out.

"The previous Government did the same stupid stuff, so it's not political, but I think it could have been avoided."

Ms Spurling said she remembered, years ago, when a country in the Caribbean did a similar thing in one of its advertising campaigns, only on that occasion the agency inadvertently used a picture of Bermuda to promote the Island. She added: "I remember Bermuda made the most out of that situation, and had a good laugh, just like Hawaii will."

She said she could see why a New York agency would feel more comfortable hiring a photographer it knew, but said local photographers worked very well together, and said she had never seen any photographer come to the Island and do anything that a Bermudian could not do.

She added: "They should just shoot locally and use locals, if they set the example they (Government) is supposed to do."

Former tourism director Mr. Vladimir added: "While stock photos are certainly used widely in some kinds of advertising, they have no place in destination and tourism advertising. In some cases, it's downright fraud, where you make a place look nicer than it is by substituting a stock photo."